Data only tells you about the past. It cannot account for the "psychological magic" that transforms a product's value in the mind of the consumer. Key Concepts from the Book
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Standard business logic seeks to optimize the known. However, Sutherland notes that if a problem could be solved with logic, it likely would have been solved already. The remaining, most difficult problems—whether in marketing, politics, or personal life—often require . alchemy rory sutherland pdf